Delivery: Awareness film
Talent: Creative, production, direction, post-production, motion graphics
What was the brief?
The brief from Middlesex was what it says on the tin; make a film to raise awareness of the opportunities available at the University through clearing. The extra challenges came in making the film match the visual style of the poster campaign, and developing and creating executions for different media including YouTube pre-rolls and Spotify audio ads.
How did we approach the brief?
We knew that this idea was going to need cut through. Clearing is a busy and stressful time for everyone and we needed to grab potential student’s attention. We also knew that we had a campaign to adhere to, with elements that needed to work together within it. So we created a suite of audio-visual elements with similar styles elements, language and messages.
Firstly we used Sayed, a current clearing student, as the spokesperson in all of the executions, so that the language and delivery was the same throughout. The main film and pre-roll mimicked the simple style of the poster campaign visually. While the pre-roll and the Spotify ad made use of their media by directly addressing the consumer in a disruptive way, giving the ads the cut through they needed.
The result was a suite of films and audio ads that gelled perfectly with the poster campaign and helped create a consistent campaign for the university. The university have since seen a 210% increase on their 2015 campaign and a 20% view rate on the film.
“I was really pleased with how the whole project went and our stakeholders were all very impressed with the final products. The creative response from Spectrecom was perfect for our brief and budget, and the whole project was managed and produced with smooth professionalism despite the very short lead time.” – Tom Lowenstein, Middlesex University